Plain & Fancy is a high-end custom cabinet manufacturer that prides itself in building quality cabinets that you have to feel to believe. Despite a long history of success in their industry they had relatively little information regarding the effectiveness of 20 years of marketing activities, having run full-page advertisements without tracking their effectiveness.
Challenge
Without the ability to track their marketing efforts offline, they were unable to know how many people were visiting their website or clicking through to their dealers’ websites. We were able to help them not only track their print and other offline marketing activities, we also provided them with another avenue for reaching an affluent audience base through the wonderful world of digital marketing.
Create
In an effort to track their print advertising efforts, we created a series of print ads related to their “Love Stories” campaign. These print ads also partnered with custom designed landing pages on a new URL made specifically for offline tracking purposes. On the landing pages customers could learn more about Plain & Fancy, view cabinetry styles, and ultimately could request a brochure or find a dealer in their area. This conversion placed the lead into Plain & Fancy’s custom dealer portal and would keep track of that lead until it ultimately became a sale. This allowed for more accurate data on the effectiveness of every advertising campaign.
Results
In addition to tracking all of their marketing efforts, leading to more targeted and relevant offline media buys (we dropped their cost per lead in print by 63%), we also began digital marketing campaigns in the Google Search Network. These campaigns netted 7x the leads at only 4% of the cost of their print campaigns.
The resulting cost per lead for our digital marketing efforts was less than 1% of the cost per lead in print.
